Why Your Marketing Doesn't Make Sense to Everyone

When you communicate with people, they receive the
information using one of five sensory modalities – visual,
auditory, kinesthetic, olfactory and gustatory (or in
everyday language – pictures, sounds, feelings, smells and
tastes).

And, in creating an 'Internal Representation' inside our
mind, we use the same sensory modalities – with the
addition of one more – 'auditory digital' or self-talk.

However, it's crucial to recognize that individuals
experience those senses in different proportions. Some
people may pay more attention to their visual experiences,
while others may find their feelings (whether internal or
external) more important.

In communicating with somebody, it's therefore important
that you're able to relate to all of the senses.

Although everybody experiences all of the senses, normally
one sense is their 'preferred system'. It's the one they
tend to rely on to a greater degree than the others. It's
also the one they fall back on in situations of stress.

The preferred system tends to be visual, auditory,
kinesthetic or auditory digital.

The main impact of this in communication and marketing is
that we have to make sure that we're appealing to all of
the different senses as much as possible.

That means that wherever possible, your communication and
marketing should have visual, auditory, kinesthetic and
auditory digital aspects.

In many cases, you might have the opportunity to use
olfactory or gustatory elements as well. And that's not
only if you happen to be in the restaurant or perfume
business. For example, many studies show that the smell of
freshly brewing coffee makes it much easier to sell a house.

If you can take into account all of the senses, your
marketing becomes much more effective.

Appealing to all the senses means you need to have a mix of
the elements in the words you use, for example:

• Visual: Ask people if they can see what you're talking
about or picture themselves using the product.

• Auditory: "Does it sound right? Does this ring a bell
with you?"

• Kinesthetic: Ask if it feels right or if they can get in
touch with their need for it.

• Auditory Digital: "Have you got all the facts? Do you
have all the criteria, all the information you need to make
your decision."

To communicate at an unconscious level, you always need to
think about how you can connect with each of the senses of
your different customers:

1. How can you make your offer as visually attractive as
possible?

2. How can you add an element of auditory and sound to it?

3. How can you create a kinesthetic experience?

4. How can you satisfy the demand for detailed criteria?

The real secret is being able to match up people with their
needs. But, where that is not possible, you need to be able
to cater for all the categories.

How can you make your marketing and your customers'
experience satisfy the needs of all the senses?

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Robert Greenshields is a marketing success coach who helps
entrepreneurs and independent professionals develop the
success mindset and marketing strategies for a better
lifestyle. For more info visit
http://www.mindpowermarketing.com